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Editor's blog | SoLoMo's judgment

Small high street firms always been social, local and mobile, they just never knew it

8 March 2013

Only a few years back Twitter was mostly for idle loafabouts on a year out, broadcasting to the world they were having the most amazing flat white in the sun on Sidney harbour. So far, so uninteresting. Now most law firms have a presence on the chattering platform. Not just the large ones but also smaller firms whose reach and ambitions are usually limited to a smaller catchment around their local communities. Without knowing it, they are embracing the SoLoMo approach, a concept which stands for ‘social, local, mobile’ and describes the new buying relationship between clients and suppliers.

Like the air you breathe, you have probably been doing SoLoMo without thinking about it ever since you started in practice. It’s just that it didn’t have a name. But behavioural marketeers have spent time analysing how the worldwide web, with its claim to connect users in different time zones, is now helping people conn...

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